In addition to selling direct-to-consumer sales, Mary Jane Swim will have pop-up stores in dispensaries and CBD-friendly coffee shops.

FIRED UP: Nine states and the District of Columbia have legalized adult recreational marijuana use, but a walk down many city streets might indicate higher numbers.

As more states are trying to follow similar paths, two CBD-supporting fashion executives are forging their own inroads with Mary Jane Swim. Cofounders Diane Walker and Stacey Demar borrowed from the street name for pot for their own company’s name.

They needed only three months to pull together their company, having started Sweenie Manufacturing in 2008 to produce swimwear and manufacturing for other brands. After discovering and trying CBD, the non-psychoactive property of cannabis, 18 months ago, they said they found it to be life changing in alleviating arthritis back pain, bulging discs and other sports injuries.

A portion of sales will benefit Athletes for Care, an organization started by former professional athletes who advocate for research, education and compassion in relation to health issues. “They’re pro-cannabis but they’re also looking after the health issues that former athletes are facing as well as the general public with the opioid crisis. We’re both active and this is against the stoner culture, which a lot of people see cannabis based in. It hasn’t really crossed over into fashion yet. It’s really big in New York in food, beverage, fitness, and in beauty obviously, cannabis and CBD is everywhere. Athletes for Care is really looking at the big picture for heath and wellness, and so are we as far as what we can do here to promote a healthy, active lifestyle incorporating CBD and cannabis.”

Taking a subtle approach with the label’s marijuana leaf-inspired designs, the pair is trying to normalize cannabis and promote CBD. “Obviously, there is a huge opioid crisis and I am lucky enough to have not been sucked into that. I’ve just been in chronic pain for years,” Demar said.

Targeting Millennials, the brand will initially be sold direct-to-consumer starting in March with the first of what will be nine capsule collection drops. Mary Jane Swim also has strategic partners in the cannabis space in New York and Los Angeles, which Demar described as “very collaborative and very small.” Alliances have been made with such cannabis media companies as Dope magazine and Emerald magazine, and cannabis-loving influencers. Mary Jane Swim will also host pop-up stores soles in dispensaries and coffee shops. Recognizing that the swimwear space is crowded, Demar said, “We’re the only people who can be in this space — for now.”

Women’s tanks and bikinis will retail for $100 and men’s swimwear will sell for $65. Next season’s plan will include incorporating earth-friendly fabrics like hemp and organic cotton, as well as extending into more of a lifestyle brand with Hawaiian shirts, cover-ups, beach towels and button-down shirts. Nine new cannabis-inspired prints will be introduced.

Walker worked for many years in Europe and Asia in design, sourcing and production management for such mass marketers as Walmart, Macy’s, J.C. Penney and Forever 21. Demar, a sports and fitness leader, spent 15 years at the Chelsea Piers Sports Center. With Mary Jane Swim, Walker focuses more on the design side and Demar handles business development and marketing. Once Mary Jane Swim is fired up, they hope to have a presence at next year’s Coachella and the Telluride Bluegrass Festival.

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Social Studies

Pro-Surfer Kelia Moniz and Hailey Bieber in pieces from their collaboration with Roxy, called Sister. ⁣
It’s an apt name for a four-season collection inspired by the pair’s friendship, which was evident as they did their rounds with press, sharing laughs as Baldwin passed a cell phone to Moniz to show her a series of text messages the two then giggled about.⁣
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“We’re friends, but we’re a lot more than that and I think the next step of that is basically sisters,” Moniz said. “I don’t have a sister so I feel like a lot of the girls in my life become sisters.”⁣
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Report: @karihamanaka
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BREAKING: Tom Ford has been elected chairman of the Council of Fashion Designers of America.⁣
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WWD broke the news last week that Ford was in line to succeed Diane von Furstenberg, who has held the job for the past 13 years. Under von Furstenberg, along with Steven Kolb, chief executive officer of the CFDA, the organization has ushered in a period of unprecedented growth for American fashion, followed by the current period of volatility triggered by seismic changes within and outside of fashion.⁣
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Von Furstenberg had succeeded Stan Herman in 2006, who served in the role for 16 years.⁣
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Ford is the 11th person to hold the position (which had previously been titled president until it was upgraded to chairman for Furstenberg in 2015). The roster of presidents has included Herman, Sydney Wragge, Norman Norell, Oscar de la Renta, Herbert Kasper, Bill Blass, Mary McFadden, Perry Ellis and Carolyne Roehm.
Report: Lisa Lockwood
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Victoria's Secret swimwear is back. 👙
The brand eliminated its swimwear line in spring 2016 in an effort to focus on its core lingerie business. But shifting consumer tastes and a movement toward brands that promote inclusivity, such as American Eagle Outfitters’ Aerie, as well as start-ups like Adore Me and ThirdLove, have caused Victoria’s Secret to lose market share.
The move back into swimwear is an attempt to win back some of the lost market share in what had been a $525 million business for the retailer. Victoria’s Secret also said it was now selling swim accessories on its website, such as sunglasses.
Report: Kellie Ell
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Kate Hudson is a vision in red Oscar de la Renta. The actress turned athleisure guru won an award last night for Entrepreneur of the Year for her brand Fabletics.
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Twiggy, who was previously known as 'The Face of the 60s', has taken on another title. Yesterday, she was awarded the Dame Commander of the Order of the British Empire, at Buckingham Palace for her services to fashion, the arts and charity. The former model wore a stylish white three-piece suit by Stella McCartney and a statement fascinator as she received the prestigious award from Prince Charles.
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Louis Vuitton, whose fall-winter 2019 men’s wear collection drew inspiration from Michael Jackson’s pop-culture legacy, has reacted swiftly to the mounting controversy in the wake of the “Leaving Neverland” documentary.
Virgil Abloh has commented on the Michael Jackson-inspired looks from his fall-winter 2019 for Louis Vuitton. “I am aware that in light of this documentary the show has caused emotional reactions. I strictly condemn any form of child abuse, violence or infringement against any human rights,” Virgil Abloh, men’s artistic director at Vuitton, said in a statement released exclusively to WWD.
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EXCLUSIVE: Tom Ford tapped as new chairman of the CFDA, sources say.
Tom Ford — chairman of the CFDA?
That’s the plan, according to sources, who say that Diane von Furstenberg is ready to step down from the post, with Ford poised to take over. Both the CFDA and Ford declined comment Wednesday.
The move would come after von Furstenberg’s legendary 13-year tenure during which, working with CFDA chief executive officer Steven Kolb, she oversaw a period of unprecedented, heady growth for American fashion and the organization itself, followed by the current period of volatility triggered by seismic cultural changes within and outside of fashion. The CFDA board is due to meet Tuesday to vote on Tom Ford's nomination as chairman of the association. Link in bio.
Report: Bridget Foley, @lisajlockwood .
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